Our Online Retail Checkout Special has a number of tips to improve the flow of the checkout process and make it as smooth as possible to minimise abandonment and increase conversions. Here are a few:

Make the process clear and appear simple.Make sure the customer knows what to expect from the checkout process, how long it will take and what details are required. Giving some visible signs of progress through the stages also helps, as in the example below.

Enclose the checkout processThis means removing all links to any parts of the site other than the stages of the checkout process, to focus the customer's mind. Once in the checkout there should be only one place customers can go - purchase confirmation.

Make the process navigable without loss of informationCustomers may need to make changes at different stages, so making it possible for customers to go back and forth through the process without losing any of the details they have already entered is vital to minimise frustration.

Back buttons on the form, which save data when clicked, are a good way to achieve this, and save customers from losing information by pressing the back button on their browser. Enabling them to use the browser to navigate through the checkout and still not lose data would be even better.

Reinforce trust in the checkout processDon't give customers any doubts over this, so display clear signs of server security, and third party verification logos. The company's full address and phone number should also be provided, as well as links to information on terms and conditions, delivery and payment.

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Comments (2)

Matt Ambrose, Copywriter at The Copywriter's Crucible

If people are abandoning a purchase it's because their confidence hasn't been gained. There's plenty of other studies to indicate that this is due to the lack of information that answers their questions and builds trust in the company. It's not just about designing your site to try and push them through the checkout till.

over 10 years ago

Nick van Noorden, Head of Marketing at Fusion Workshop

There are other factors outside the basket and checkout process. If a customer can not find all the products they want on the site, then they may well abandon the basket at that point. Some people advocate emailing customers who have abandoned - I have yet to think of a way to do this tastefully and without simply being an annoyance.

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